In-Ear Insights: Processing Survey Data With Generative AI

In this episode of In-Ear Insights, the Trust Insights podcast, Katie and Chris discuss analyzing survey data using generative artificial intelligence tools. You will discover how to use new AI functions embedded in spreadsheets to code hundreds of open-ended survey responses instantly. You’ll learn the exact prompts needed to perform complex topic clustering and sentiment analysis without writing any custom software. You will understand why establishing a calibrated, known good dataset is essential before trusting any automated qualitative data analysis. You’ll find out the overwhelming trend in digital marketing content that will shape future strategies for growing your business. Watch now to revolutionize how you transform raw feedback into powerful strategy! Watch the video here: Can’t see anything? Watch it on YouTube here . Listen to the audio here: https://traffic.libsyn.com/inearinsights/tipodcast-processing-survey-data-with-generative-ai.mp3 Download the MP3 audio here . Need help with your company’s data and analytics? Let us know! Join our free Slack group for marketers interested in analytics! [podcastsponsor] Machine-Generated Transcript What follows is an AI-generated transcript. The transcript may contain errors and is not a substitute for listening to the episode. Christopher S. Penn: In this week’s In Ear Insights, let’s talk about surveys and processing survey data. Now, this is something that we’ve talked about. Gosh, I think since the founding of the company, we’ve been doing surveys of some kind. And Katie, you and I have been running surveys of some form since we started working together 11 years ago because something that the old PR agency used to do a ton of—not necessarily well, but they used to do it well. Katie Robbert: When they asked us to participate, it would go well. Christopher S. Penn: Yes, exactly. Christopher S. Penn: And this week we’re talking about how do you approach survey analysis in the age of generative AI where it is everywhere now. And so this morning you discovered something completely new and different. Katie Robbert: Well, I mean, I discovered it via you, so credit where credit is due. But for those who don’t know, we have been a little delinquent in getting it out. But we typically run a one-question survey every quarter that just, it helps us get a good understanding of where our audience is, where people’s heads are at. Because the worst thing you can possibly do as business owners, as marketers, as professionals, is make assumptions about what people want. And that’s something that Chris and I work very hard to make sure we’re not doing. And so one of the best ways to do that is just to ask people. We’re a small company, so we don’t have the resources unfortunately to hold a lot of one-on-one meetings. But what we can do is ask questions virtually. And that’s what we did. So we put out a one-question survey. And in the survey, the question was around if you could pick a topic to deep dive on in 2026 to learn about, what would it be. Now keep in mind, I didn’t say ab

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